I have never been much of a fan of the AXE line. I find that most of their products are geared for the high school/college age range. Being in my early thirties, I stayed away from this brand. I received a sample bottle of this product in a promo Gillete razor pack, and was pretty impressed with it's performance. I have always been an Old Spice and Head and Shoulders guy; but was equally pleased with the AXE shampoo line. The overall scent is very pleasing, and it will last throughout the day. I have received several compliments from my girlfriend about how good it smells. It also performs well in the shower. It lathers up, and rinses out easily. Also a little bit of product goes a long way. Overall the AXE shampoo is a great product. Especially for someone who factors in price. I'll always prefer my usual, but will occasionally purchase the AXE shampoo when I need a little change. Effectiveness Does a great job. Lathers up nicely, and leaves your hair shiny and soft. Scent I get a lot of compliments from my girlfriend about how good it smells. It is a masculine scent. None of that fruity stuff.